Costs Are Rising. Where Should a Small Business Invest?
When expenses rise, every new outlay needs a stronger justification. A new tool, website or campaign should address a specific problem and produce an outcome you can monitor.
The picture for small businesses
In IME GSEVEE’s first-half 2026 survey, published on 27 August, 48% of businesses reported reduced liquidity. Some 77.5% reported higher raw material and supply costs, and 40.3% had raised prices. These findings concern the first half and surveyed businesses; they are not an October market measurement.
Against that background, we suggest assessing investments through three questions: what problem do they solve, what will implementation require, and how will you know they helped?
1. Identify recurring waste
How often do you enter the same details twice? How long do you spend finding a quotation? How many enquiries receive no follow-up? Record these tasks for one week to identify improvements based on frequency and actual burden.
A shared customer list or a well-organised form may be a useful first step. Include training, maintenance and transition costs. A tool nobody uses cannot deliver the value described in its presentation.
2. Improve the experience of existing customers
Review whether customers can contact you easily, receive clear updates and get service without delays. Identify recurring questions and points where errors happen.
Organised post-purchase communication and useful reminders can become part of your process, with an appropriate lawful basis for each use of personal data. The aim is to support the relationship and assess whether more customers return.
3. Connect marketing with your capacity to serve
Before increasing the budget, check the landing page, form and response process. Choose one audience, one clear message and one intended outcome. Plan a limited test with a spending cap and evaluation criteria.
Compare advertising cost with sales value and margin. Allow enough time for the customer’s decision cycle. Decisions need marketing data alongside actual operating information.
Create a short priority list
For each potential investment, record the problem, total cost, owner, implementation time and one outcome metric. Start with a frequent, significant problem that can be addressed with your available resources.
At Promoters, we can help connect everyday needs with a realistic digital action plan, using priorities suited to your business and budget.